뷰티 서비스실패와 전환의도 관계에서 서비스회복노력 및 전환장벽의 조절효과

A Study on the Moderating Effects of Service Recovery Efforts and Switching Barrier in the Relationship between Beauty Service Failure and Intention to Switch

This study attempted to test the moderating effects of service recovery efforts and a switching barrier in the relationship between beauty service failure and intention of switching. For this, data were analyzed using SPSS 18.0. The study results found the following: First, in terms of a type of beauty service failure, a service encounter failure had an influence on customers’ intention to switch. Second, intention of switching changed due to service recovery efforts in both core service failures and service encounter failures. As a result, the moderating effects of service recovery efforts were confirmed in the relationship between service failure type and switching intention. Third, a change in intention of switching using a switching barrier was found in both core service failures and service encounter failures. Therefore, the moderating effects of a switching barrier were confirmed in the relationship between service failure type and switching intention.